C Spire Wireless will officially launch operations on Monday as the nation’s first and only wireless provider to introduce personalized wireless services. By recognizing that customers are individuals with their own interests and wireless needs, the company, formerly Cellular South, will offer unique and game-changing products and services that adapt to customers, understand who they are and are designed just for them.

On Monday, Cellular South will get a new name — C Spire Wireless — and the company says it will also beome the nation’s first wireless provider to introduce personalized wireless services.

“We have entered a new era in wireless – an era centered on broadband networks, mobile computing devices and now personalized services. Completing calls is only a small part of what we deliver our customers,” said Hu Meena, president and CEO of C Spire. “Since 1988, our main focus has been on providing exceptional service for our customers and their wireless needs. Those needs have changed dramatically and will do so at an even more rapid pace in the future.”

According to the company, C Spire customers will see “unique personalization in apps and content that fit who they are, services that anticipate their needs and rewards they will get just for using their phone in new ways.”

“Our new brand and strategy reflect what today’s consumers really want – truly personal experiences based on their individual desires and needs,” said Kevin Hankins, COO of C Spire. “We are taking the vastness of all the technology, devices, content and apps that are available to wireless users and enabling customers to experience them in much more meaningful and rich ways. At the end of the day, it will be a much more productive, inspiring and rewarding experience to engage with C Spire.”